Price Extensions

Price Extensions (now called Price Assets) display a row of clickable pricing cards beneath your Google Ads search ad, each featuring a product or service name, a brief description, and its price. Users can tap or click any card to go directly to the corresponding page on your website, making it easy to compare offerings and prices before clicking.

Key Takeaways

• Display 3-8 pricing cards showing product/service name, description, and price
• Each card is clickable with its own destination URL
• Prices can be shown as “From $X,” “$X/month,” or fixed amounts
• Pre-qualifies clicks by setting price expectations before users visit your site
• Available for Search campaigns at the account, campaign, or ad group level

What Are Price Extensions

Price Extensions turn your ad into a mini product catalog. They display structured pricing information in a visually distinct card format, giving users the ability to compare options and click directly to the most relevant offering.

Each price extension set includes:

Component	Character Limit	Required
Type header	Predefined (Brands, Events, Locations, Neighborhoods, Products, Product Categories, Services, Service Categories, Service Tiers)	Yes
Item name	25 characters	Yes
Item description	25 characters	Yes
Price	Numeric with qualifier (From, Up to, Average, or fixed)	Yes
Final URL	Full URL per item	Yes

You need a minimum of 3 items per price extension, with a maximum of 8. Google typically shows 3-5 items depending on screen size and device.

How It Works

Setting up price extensions in the 2026 Google Ads interface:

1. Navigate to Ads & assets > Assets and select Price
2. Choose a type — select the predefined category that best matches your offerings (Products, Services, Service Tiers, etc.)
3. Add items — enter 3-8 items with name, description, price, and URL for each
4. Set price qualifier — choose whether prices display as “From,” “Up to,” “Average,” or an exact amount
5. Choose currency and price units — per hour, per day, per month, per year, or flat price
6. Assign level — account, campaign, or ad group

Price extensions appear as a horizontally scrollable row of cards on mobile and as a grid on desktop. Users click individual cards (not the main ad), and each click directs to that item’s specific URL at your standard CPC.

Google decides when to show price extensions based on:

• Ad position (typically shown for top positions only)
• Relevance to the search query
• Device and available screen space
• Predicted performance improvement

Practical Example

A web hosting company creates price extensions for their hosting plans:

Item Name	Description	Price	URL
Starter Plan	1 Website, 10GB Storage	From $3.99/mo	/hosting/starter
Business Plan	5 Websites, 50GB Storage	From $9.99/mo	/hosting/business
Professional	Unlimited Sites, 200GB	From $19.99/mo	/hosting/professional
Enterprise	Dedicated Resources	From $49.99/mo	/hosting/enterprise
WordPress Hosting	Managed WP, Auto Updates	From $7.99/mo	/hosting/wordpress

90-day performance comparison:

Metric	Without Price Ext.	With Price Ext.	Change
Impressions	95,000	95,000	—
CTR	5.2%	7.1%	+37%
Clicks	4,940	6,745	+1,805
Bounce rate	52%	34%	-35%
Conversions	247	405	+64%
CPA	$48	$40	-17%
Revenue	$29,640	$52,650	+78%

Click distribution across price cards:

• Starter Plan: 22% of clicks (price-sensitive buyers)
• Business Plan: 35% of clicks (most popular)
• Professional: 25% of clicks (growth-stage buyers)
• Enterprise: 8% of clicks (high-value leads)
• WordPress Hosting: 10% of clicks (specific need)

The Business and Professional plans captured 60% of clicks, indicating strong mid-market demand. The significantly lower bounce rate (34% vs 52%) shows that price transparency pre-qualifies visitors — users who click already know the pricing and are more likely to convert.

Why It Matters

Price extensions address one of the biggest friction points in the click-to-conversion path: price uncertainty. When users do not know your pricing, they click to find out, and many bounce when the price does not match their expectations. This wastes ad spend on exploratory clicks that were never going to convert.

By showing prices upfront, price extensions filter out price-mismatched users before the click, resulting in higher conversion rates and lower bounce rates. They also help users self-select into the right product tier, routing them to the most relevant page. For businesses with tiered pricing, subscription models, or clearly priced services, price extensions are among the highest-impact Ad Extensions available. Combine them with Promotion Extensions during sale periods for maximum pricing visibility.